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Strategic Management Essay

4804 words - 20 pages

A brief analysis of the marketing aspects of The Daily Prothom Alo

Prepared for:
Syed Munir Khasru
Managerial Communication (C-501)

Prepared by:
Group# 4| MBA-49D
Mark Anupom Mollick
Roll: 26
Aslam Hossain
Roll: 27
Sadnima Amir
Roll: 28

Institute of Business Administration
University of Dhaka
June 15, 2013


June 15, 2013

Syed Munir Khasru
Institute of Business Administration
University of Dhaka

Subject: Letter of transmittal

Dear Sir,

Here is our report on “A brief analysis of the marketing aspects of The Daily Prothom Alo” which you approved as our report topic.

It contains the overall marketing aspects of the daily ...view middle of the document...

7 Target Market | 12 |
2.8 Prospective Market Growth | 13 |
3.0 Conclusion | 15 |
4.0 Recommendation | 16 |
Bibliography | 17 |
Appendix | 18-24 |


At first, we would like to show profound gratitude to our honorable faculty Syed Munir Khasru, Professor, Institute of Business Administration, University of Dhaka for giving us the opportunity to make a report on The Daily Prothom Alo. Without the proper knowledge of business communication, it would be difficult for us to accomplish the goal of making a complete report. Again we thank our faculty to make the communication process easier for us in every aspect.
We would also be pleased to thank the cooperative staffs of Prothom Alo for extending their supportive hands toward us. A special thanks to Mr. Lorens Shamol Mollick, HR Manger, who eminently contributed to the invaluable information we needed so far. We thank him from the bottom of our heart.
Lastly, we want to acknowledge the contribution of the respondents of the survey. Respondents helped us to evaluate some necessary information related to the report.

Executive Summary

The topic of the attributed report is “A brief analysis of marketing aspects of The Daily Prothom Alo.” Accordingly, we took the initiative to analyze this newspaper’s different marketing aspects and other congruent attributes. At first, we proceed with a brief introduction of the product, competitors, market share, pricing strategy, target market, advertisement and promotional programs, and expected growth. We accumulated pertinent information from distinguished and reliable sources which availed us to evaluate the aforementioned newspaper in those particular marketing issues. Prothom Alo has retention of a substantial position in media sector for a long period and is well perceived as an influential market leader. Every year, the sale as well as the demand for advertisements in the daily is increasing considerably. Currently it holds a major portion of the market pie. Other competing newspapers are struggling hard to increase their share in the market because of the strong brand preference for Prothom Alo. Rival newspapers are initializing new ideas and items but still are not getting a head to head competing position with Prothom Alo for its uniqueness in disparate policies.
As marketing people are well aware, now the most important things about marketing are promotion as well as advertisement. Advertisement alone cannot ensure a product’s commendable sale anymore. Other relevant promotional program and worthy social activities heightens the brand image as well as the sale of a product. Prothom Alo has a fairly good reputation in the field of social activities; actually this is what makes it different from all other concurrent newspaper. It has made a good brand image by actively participating in social issues such as aiding acid-victims, helping poor student by giving scholarships, raising voice against eve-teasing and...

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